Detroit Salvation Army Begins Red Kettle Campaign 2 Months Early

SOUTHFIELD, MI — The Salvation Army of Metro Detroit launched its Red Kettle Campaign Monday, marking the earliest the nonprofit has ever begun its annual Christmas fundraiser in its 133-year history of serving southeast Michigan.

The Salvation Army’s ability to raise vital funds to serve those in need is at risk this year due to the impact and economic hardships caused by the ongoing COVID-19 pandemic, according to the non-profit. It is calling on supporters to donate or volunteer their time to aid The Salvation Army in reaching its $8 million fundraising goal. All funds raised will directly benefit communities throughout Macomb, Oakland and Wayne counties, the non-profit said.

“With more people facing hardship this year, the need to serve those most vulnerable is greater than ever,” said Major Tim Meyer, general secretary, metro Detroit area commander and regional chief operating officer for The Salvation Army Eastern Michigan Division. “2020 has been a tough and tumultuous year for thousands of people across metro Detroit, and we realized that we had to begin this year’s Red Kettle Campaign much earlier than normal to make up for lost time. Bottom line – many more families will be coming to us this year for help – and we want to make sure we’re able to give them the support they need.”

While the iconic red kettles won’t make an appearance until Nov. 13, Salvation Army supporters can help support the nonprofit’s early efforts to Rescue Christmas by:

• Texting GIFT to 24365
• Visiting salmich.org
• Calling 877-SAL-MICH
• Sending a check, made payable to The Salvation Army, to: 16130 Northland Dr., Southfield, MI 48075

The Salvation Army is also encouraging individuals and families to sign up as volunteer bell ringers by visiting registertoring.com where they have an option to choose a traditional, two-hour session at a physical red kettle site or participate in a virtual bell ringing shift where they can raise funds in the comfort of their own home. Volunteers who donate their time as a virtual or in-person volunteer bell ringer can enter to win an Apple or Android Smartwatch as part of the nonprofit’s Watch for Good volunteer recruitment initiative, according to a news release.

The Salvation Army said it will take all safety precautions with in-person volunteers by providing them with personal protection equipment and encouraging individuals to donate via Kettle Pay, a contactless donation option through Apple or Google Pay.

The COVID-19 pandemic has taken a substantial hit on retail foot traffic at malls and department stores, with some seeing an 80 percent or more drop during the months of March through May, according to a news release. Contactless pickup at retail stores surged more than 208 percent during the height of the pandemic — and online searches related to “curbside pickup” for major retailers like Walmart from March through July grew more than 600 percent.

“After looking at all the data these past few months, we found that people were still going to stores, albeit in a much different way — which helped identify options for shoppers to still safely interact with our Red Kettles," Meyer said. “We know people automatically think of Christmas as soon as they see our kettles at storefronts, and that’s why we’re working diligently with our corporate partners and bell ringing locations to still have physical kettles at some locations this year.

"With the continuation of Kettle Pay, paired with the health and safety guidelines our bell ringers must adhere to this year, we’re confident the public will feel comfortable donating to The Salvation Army in 2020.”

In a news release, The Salvation Army of Metro Detroit said that last year it helped provide more than 2.5 million meals, nearly 580,000 nights of shelter, nearly 167,000 Christmas toys and gifts for children and seniors, more than 2,300 children opportunities to visit Echo Grove Camp and resolution of nearly 1,800 legal issues through the William Booth Legal Aid Clinic.